Answers

I remember reading in a book on web page building that if you know what you want to say and how you want to say it, you're halfway there. A similar book that takes Cascading Style Sheets into account came later, so it's been several years.

Your Website content will interact with the visitors, it will convert visitors to leads/customers so it is important to concentrate on website content. Even the front design of the website should be interactive with the users, its good to design with proper designers.
Go through your product and do keywords research which should be included in the content and write content accordingly. Newer mess with content it is a silent salesman to your business.